Mark your calendar: Starting August 4, Microsoft Advertising is phasing out Target CPA and Target ROAS as standalone bidding strategies for new campaigns.
Instead, you will have to use Maximize Conversions or Maximize Conversion Value, with the option to input target CPA or ROAS values manually.
This should be good news: It brings Microsoft in line with Google Ads (Google did this back in 2021) and it should make cross-platform campaign management simpler.
In the meantime, your existing campaigns and portfolio strategies will stay untouched, but any new campaigns you create will follow this updated, more automated structure.
Going forward, all updates via API, Microsoft Advertising Editor, and any bulk actions related to Target CPA or Target ROAS will now default to Maximize Conversions and Maximize Conversion Value, respectively.
Bottom line: The strategy labels may change, but the functionality remains.
But you might want to get familiar with the new naming to stay efficient and avoid any surprises when building future campaigns.
